Put the Promotion
    In Motion

Coin- And Credit- Operated Unit Profits Result From a Solid Strategy for Success

Don’t be fooled. Many of them today may be small in size or stature, but when promoted well, coin- and credit card-operated units can be gargantuan earners for their on-premise operators.      Whether they are inconspicuous in the corner or prominently flashy by the front entrance, games, jukeboxes and other devices provide bar guests with more entertainment options while they’re out of the house –– and this is of great benefit to bar owners who effectively capitalize on that. Of course, purchasing coin-op equipment and plugging it in is the first step to financial gain, but when the dust clears –– and eventually settles on that equipment –– it’s the ambitious operator who can use the art of promotion to maintain clean profit with them. The beauty of the business is that just as there are more games and other coin-op options than ever, so, too, are there more methods to marketing them to guests. Play to win.

You Have Options 
    “Promoting your games in specific locations is not as difficult as you may think,” says Ryan Cravens, founder of the Web site barcade.com, which consistently offers reviews of coin-op games and other equipment for bars and clubs. “There are several different marketing options you can choose from,” he says, “and some of them will not do any damage to your bottom line.”
    As a beginning option, Cravens says there are many publications that you can use to advertise your location’s offerings, including weekly/alternative newspapers or specialty rags that focus on specific sports such as darts (e.g., The Medallion) or pool.
    “There (also) are many Web sites that litter the Internet that are fan enthusiast sites, and many of them are free. Reach out to these sites as well as fan sites to see if you can host a weekly event for them like a tournament or a casual night. Talk to the bar about doing drink specials for the group as well,” Cravens says. “Many operators are starting to flock toward non-traditional forms of advertising with a focus on the Internet. Many operators are starting their own Web sites or joining forces with some of the fan sites that are into a specific game. Many locations do not have their own site, and operators build one for them as an opportunity to have a stronger relationship with their client and to help spread the word about the games in the location.”
    What is important to remember, Cravens adds, is that many of the progressive operators are doing both types of advertising. The Web site advertising is great, but most of the time it targets only the hardcore players. Print media as well as radio and television tend to get more casual players who often can be mined into hardcore players.

Seize Opportunities 
    Stage two, after casting nets to attract new guests and reinforce the message to current ones, is to utilize supplier support to reel in additional revenue. In other words, cash in on a coin-op device’s hype and build around that. New arrivals and technological advancements present perfect opportunities, too, as do tournaments and contests.
    “It does not matter how new your games or how immaculate your pool tables are if no one knows about them,” Cravens says. “Tournaments and leagues are definitely a form of promotion, and not only do these events bring in more people to the location the day of the event, the players tend to come in and practice as well.
    The operators who run tournaments and leagues tend to be in the locations for a longer amount of time, and their games have much greater earnings.”
    Cravens says the industry is getting behind the operators by helping driving more customers to their locations. “Many operators are listing the locations of the tournament-enabled machines –– games such as Golden Tee Live, Breeders’ Cup and Big Buck Hunter Pro –– on their Web sites as well as list any local events that these locations may be hosting,” he says. NCB

Eight Great Suggestions

    Coin-op games are big business for on-premise operators who effectively promote their presence to patrons, but exactly what does that entail? We went straight to the source for answers to this question –– as well as promotional pointers –– from a top authority in the world of coin-operated gaming. Consider the following tips from Play Meter Editor Valerie Cognevich to be the “Great Eight” steps to bolstering your bar’s play –– and profit –– program.

1. Keep the units clean. “No matter what you do as far as promoting, you have to keep your equipment clean and working,” Cognevich says. Manyoperators take basic maintenance for granted.

2. Make use of games' tournament modes, electronic and not. These are great ways to attract foosball and pool leagues, for example.

3. Consider running new game announcements in local publications. Build the buzz.

4. Have contests. “One remarkable example I remember was a pinball contest. It was for the highest score at the end of a month, and the highest- scoring person won the pinball game,” Cognevich says.

5. Cater to groups. “No matter what you have at home, you still want to go out with friends,” Cognevich says. “People look for reasons beyonddrinking to have a great time. So, give them some!” 

6. Counter-top and touchscreen games are fun for groups. Consider organizing contests around them, as well.

7. Have a diverse coin-op rotation. Today’s coin-op games and offerings include jukeboxes, foosball, pool, counter-top games, soft-tip darts, air hockey and video games. All of these can be profitable and attractive toguests when effectively promoted.

8. Promote the technology. Suppliers are working hard to make advancements. Support that effort by putting in your own to tout those advancements to guests and to potential guests.